In a joint statement with Ethiopia, Starbucks announced earlier this month that they have agreed in principle to sign a licensing agreement. That was a big u-turn on the company’s position regarding Ethiopia’s efforts to trademark its famous coffee marks, Harar , Sidamo , and Yirgacheffe . Many people welcomed the decision though with optimism. At the moment, I was not sure what they meant by "agree in principle;" now, I am more eager to read a copy of the signed agreement. The company, seems to be busy spending more on the future. Understandably, the management wants to leave this story behind at any cost and move on. The discomfiture that other multinational companies, such as Nike, had faced in the past, after giving in to high-profile disputes, is the last ditch one would be willing to do what it takes and get over it. Albeit, typical of corporate giants, Starbucks is not going to spend a penny without a guaranteed stream of inflow of benefits to equate the associate...